This thesis deals with the issue of self-presentation of people with vitiligo on Instagram. By analyzing the visual and textual content on the Instagram social network, an effort was made to investigate ways and differences in the self-presentation of people with vitiligo with regard to gender, skin color and the intensity of vitiligo on the body. 210 recent most popular posts under the tag #vitiligo were analyzed, and it was determined that a higher percentage of said content was posted by women, adults, people with lighter skin color and people with moderate intensity of vitiligo on the body. Statistical analysis of the chi-square test shows statistically significant differences in visual self-presentation with regard to gender and intensity of vitiligo on the body, while no statistically significant differences are found in visual self-presentation of people with vitiligo with regard to skin color. Also, statistically significant differences are found in textual self-presentation related to the use of hashtags with regard to gender, while no statistically significant differences are found with regard to skin color and the intensity of vitiligo on the body. No statistically significant differences are found in the textual self-presentation with regard to the topics of the photo descriptions. By authentic self-representation and promoting the principles of the bodypositivity movement, people with vitiligo strive to use Instagram as a resource in the destigmatization and normalization of vitiligo. Without hiding their skin imperfections, they empower the audience to whom they strive to convey strong messages about inclusion and the importance of diversity of content on this social network. Considering the growing popularity of hashtag activism on social networks and considering a specific disease that affects one of the most impressive organs of the human body, which is the skin, this topic is perceived as relevant and current in the context of research.